ADIDAS COMMUNITY CURRICULUM

In the wake of the murders of George Floyd and Breonna Taylor, adidas launched the United Against Racism initiative, committed to creating sustainable, meaningful change addressing the challenges Black and Hispanic Americans face in underserved communities across the country. We were tasked to help create a full ecosystem providing educational resources (including lessons, workbooks, and workshops) and programming across topics such as social activism, design, the metaverse, mental health, civic leadership, music production, and community organizing.

OPPORTUNITY

To reach the young, underserved demographic we were targeting, we needed to show them creators and community leaders they could relate to, so we carefully selected mentors with close ties to their communities and co-authored their curriculum.

APPROACH

We asked mentors to break down their process, and the lessons they learned along the way to success, creating a digital masterclass series for the adidas Community platform spanning multiple skill sets. We followed these up with in-person workshops celebrating our mentors and their impact on their communities.

RESULT

After two successful semesters, $4.7 million invested in Black community programs, dozens of community events, and steadily increasing awareness through high-profile partnerships like S.E.E.D. and Ruth Carter, adidas has continued partnering on their investment in the next generation of creators for years to come.

CREATIVE DIRECTOR AARON ZURCHER
CREATIVE LEAD (SEMESTER 1 CONTENT) CARINNE URRUTIA
EDITING DIRECTOR GUY CAPPICCIE
EDITOR DREW ROSAS
ART DIRECTOR DALLAS CARNAHAN
PRODUCTION COMPANY INVISIBLE COLLECTIVE
DIRECTOR EP 1: SAM KELLY
DIRECTOR EP 2-3-4 ERIN LI
DIRECTOR EP 5-6-7 MEL JONES
PHOTOGRAPHER ULYSSES CURRY
AGENCY HAPPYLUCKY